365 days of strategic thinking

Monday, June 14, 2010

59) Pop Collaboration



It seems today that behind every fresh-faced male pop star is a hip-hop/R&B/rapper willing to lose a little street cred. Our several. Case in point - the notoriously adorable Justin Bieber has released tracks featuring Ludacris, Sean Kingston (above), Usher and Lil Wayne. Somehow the combination of Bieber's pre-pubescent voice (said without judgment - that kid can sing, and it will be interesting to see what happens when his voice drops) and the raspy lyrical stylings of the hip-hop world's elite work in tandem. Not to mention the irony of some of the filthiest mouths in the biz crooning and rapping about monogamous first loves, while surrounded by just-wholesome-enough partying tweens.

See also - Jesse McCartney featuring T Pain, Aaron Carter featuring Flo Rida, and of course, Justin Timberlake featuring Timbaland and TI.

It seems like a synergistic collaboration. The young, often baby-faced pop star gains instant industry ups by associating with a well-known artist, and also earns himself some street cred. While the hip-hop star may sacrifice some of his own believability as a hardcore, don't-fux-with-us type, he is able to stay relevant with the ever-fickle tween music fan, maybe even picking up some of the screaming girl spillover. Even the audience benefits. Those ashamed to secretly know all the lyrics to a Justin Bieber song can justify it by citing the featured artist. Win-win-win.

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